When crafting the next marketing campaign for your dealership, you might find yourself deciding between a technological or analog approach. Aspen Automotive is here to tell you that you don’t have to choose one or the other. Direct mail and technology can work together to create effective advertising that brings leads to your dealership.
Below, our team covers how direct mail and technology can work together. Let’s get started!
Create Interactive Direct Mail
When you combine technology and direct mail, you open the door to interactive direct mail pieces. While customers can interact with ads on their phones or computers, it’s less common than a physical piece of mail gives them that opportunity. It’s different and grabs attention.
There are a couple of ways to integrate technology into your direct mail, including:
- QR Codes
- Personalized URLs (PURLs)
QR Codes are codes that potential leads can scan with their smartphone or tablet. These codes can register a lead as a customer and take them to the page on your dealership site that you’re hoping to advertise. This might be to promote a holiday deal or current service specials.
Personalized URLs allow you to create a webpage dedicated specifically to a lead’s needs. These URLs can contain the customer’s name and increase response rates.
Learn More About Your Customers to Personalize Your Direct Mail
With the blend of technology and digital mail comes the ability to understand and know your customer. Aspen Automotive employs several automotive databases to help us better understand and target customers for a direct mail campaign. These databases let you personalize your direct mail pieces and appeal to a customer’s specific needs.
One of our databases, Lease/Loan Enders, informs us of how soon a loan or lease is to completion. It also provides information on a customer’s credit score. Another, Aspen SureDrive Data, tells us the vehicle your customer has bought or leased, including details like:
- Type of vehicle
- Make
- Model
- Trim level
Combine this information with a direct mail campaign, and you can advertise new SUVs to a customer whose SUV lease is almost up. You put yourself in their mind, increasing brand awareness, and can provide a link where they can view your inventory!
Calculate Your Direct Mail Campaign’s Success
Thanks to technology, you can calculate your direct mail’s success rate more easily than ever. Using QR Codes and PURLs, you can determine who has interacted with your direct mail piece and explored your website.
You can also use the information you gather from your customer’s interaction with your direct mail piece through a PURL or QR Code to further target and advertise to their needs in the future.
Learn How Aspen Automotive Can Combine Direct Mail and Technology for Your Next Marketing Campaign
Want to learn how technology and direct mail can work together for your next marketing campaign? The team at Aspen Automotive can help. We are happy to discuss your next marketing campaign and help you develop the direct mail piece that you’ll send out.
